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Faculty of Management, Adriatic University , Herceg Novi , Montenegro
Sport and tourism have developed two interdependent socio-economic phenomena of modern society, which require constant renewal and accommodation to the increasingly discerning requirements of modern tourists. Previous experiences from all around the world, as well as acquired knowledge from the neighbouring countries, show that investments in sports and recreational tourism are smart and profitable investments. The goal of the research is to prove that the development of mass tourism in Montenegro had produced a unvaried offer, which could not provide a long-term successful presence of certain destination in the global tourism market. Having in mind numerous natural and social resources, sports tourism has a particular chance for successful development, especially since various national institutions and economic subjects within the tourism industry have realized that faster development of sports tourism and its adaptation to long-term applications in the international market of sports tourism can accelerate the economic development and growth of Montenegro to a significant extent. The new concept of tourism must be able to respond to an increasingly obvious fact that first of all the guest chooses a place for his vacation, a place to rest according to the offer outside of the boarding house facilities, and only then chooses the hotel where he will stay.
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